Following the success of our Managing Director Claire’s first Fastershire workshops on Marketing for eCommerce, we thought we’d share with you some of the key considerations for marketing your online store. As eCommerce marketing is such a vast subject, we simply could not cover everything in a short workshop so our focus was on the aspects of marketing that differ on an eCommerce website including the following.
SEO - Product Descriptions
The products that you stock will differentiate your online store from websites that aren’t eCommerce and from other online retailers. This is why product descriptions are so important. It goes without saying that these descriptions should be informative and rich in keywords however, sometimes it can be all too tempting to copy a well-worded product description from your supplier. We do not recommend this as savvy shoppers have been known to copy and paste product descriptions into Google in search of other stores selling the same product. They will of course select the retailer with the lowest price which is why we recommend unique descriptions for all products listed on your online store.
Reporting - Enhanced eCommerce Tracking
These days, most website owners will be familiar with Google Analytics to some extent however, not all online retailers appear to be making the most of the additional features that the tool provides. An example of which is Enhanced eCommerce tracking which can be found under the ‘Conversions’ tab on your Google Analytics dashboard.
In order to setup this feature, you will need to navigate to ‘Settings’ and select the ‘eCommerce Settings’ option under the ‘View’ column. Click on the button to turn Enhanced eCommerce tracking on. From here, you may need to install a plugin or enlist the help of a developer to complete setup for your online store.
Once setup, you will be able to access additional information and metrics about the performance of your online store such as checkout and shopping behaviour, revenue and eCommerce conversion rates.
Technical - SSL Certificate
Our monthly marketing customers will understand the importance of SSL Certificates as we’re always reiterating just how critical they are - and for good reason! The purpose of an SSL Certificate is to provide confirmation that your online store is secure and to ensure that any personal or payment information is also encrypted. This is vital for eCommerce websites. SSL Certificates will help to prevent payment details and personal information from being stolen from your website in the event of a hack, therefore helping to protect your customers from online fraud or scams.
Another reason why SSL Certificates are so important is because Google has started to put precedence on them. The leading search engine does not want to be seen promoting unsecure websites to the top positions in search results so the lack of an SSL Certificate and the security it provides, can be detrimental to the ranking of your website in organic search results. This not only applies to eCommerce, but to all types of website.
Advertising - Google Shopping Ads
Many online sellers will recognise the benefits of paid advertising on Google but not all of them will be using Google Ads to its full potential. The question we often get asked is "How can I make my product appear in the Google Shopping results?"
To do this, you will first need to setup a Google Merchant Centre for your business which is an online platform where you can list the products you have for sale. These products can then be selected in Google Ads when creating a Shopping campaign. The next steps are fairly straightforward, especially if you are already familiar with Google Ads but for more information on setting up Google Shopping Ads you can view this helpful resource.
Email Marketing - Automation with MailChimp
Like with Analytics or Google Ads, most online retailers will have some experience of email marketing but many will not be utilising this to its full potential. When it comes to email marketing, our recommended platform is MailChimp as not only is it quick and easy to use but it also provides some excellent additional features for eCommerce retailers.
We recommend exploring the automation options in MailChimp which allows you to send a variety of automated emails to your customer database including:
- Automated thank you emails for first time customers
- Automated special offers for your best customers
- Automatically remind users of a product they viewed on your website recently
- Automatically email users who abandon their cart on your website
- Automated order notifications
- Automatically follow up a purchase to ask customers for a review or to recommend other products they may like
- Automatically email customers who haven’t purchased recently
If you are a retailer and would like assistance with any of the above aspects of your online marketing, then please get in touch to see how we can help. Our free audits are also available and can help to identify areas of your online presence that are in need of improvement. Complete our form to request your free audit today.